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Kraft Mac & Cheese's Frozen Range Helps 'Deluxifies' Your Comfort Zone


Ian Pons Jewell and Yukihiro Shoda direct the spots from Johannes Leonardo

Kraft Mac & Cheese's Frozen Range Helps 'Deluxifies' Your Comfort Zone

Kraft Mac & Cheese is launching a brand-new Deluxe Frozen offering, new hero spots, and a celebratory, limited-edition Frozen (A)isle sweater. 

For the first time ever, Kraft Mac & Cheese is bringing its beloved Deluxe offering to the freezer aisle. Available in Original Cheddar and Four Cheese, Deluxe Frozen features perfectly cooked macaroni pasta covered in a creamy, homestyle cheese sauce and topped with real cheddar cheese. Kraft Mac & Cheese Deluxe Frozen will be rolling out in major retailers nationwide in single serve offerings.

In celebration of the new Deluxe Frozen launch, the brand is releasing three (3) new :15 second films as the latest instalment in its overarching, comfort-driving, 'Help Yourself' campaign.

Created by Johannes Leonardo and directed by Ian Pons Jewell and Yukihiro Shoda, the new spots encourage the world to take comfort to the next level. In the spots, doting grandmas, a giant cuddly cat, and a huggable hot water bottle each show how they 'deluxify' their personal comfort zones, with the intention of personifying the ultra-cosy feeling you get from a warm bowl of Kraft Mac & Cheese.

Victoria Lee, brand manager, Kraft Mac & Cheese, “As we launch Deluxe Frozen - making it even easier for our fans to get the creamy, cheesy, next-level goodness of our Deluxe Mac & Cheese - we are thrilled to also share the latest instalment of the ‘Help Yourself’ campaign with these new ‘Deluxified’ spots. The new films build on what we started last year with the ‘Help Yourself’ noodle transformations, but in a Deluxe way – provoking people to take their comfort up a notch (or two!).”

Anna Cevallos, creative, Johannes Leonardo, “We wanted to gift people comfort in our ads, from the music, typography, to personified comfort cues. Ian and Sho with ProdCo were the perfect collaborators to bring this to life, ensuring deluxified comfort oozed through the screen.”

Paula Gete-Alonso, creative, Johannes Leonardo, “While other brands are telling you to be adventurous, productive, and get out of your comfort zone, Kraft Mac and Cheese celebrates elevating your comfort zone to get that feel-good feeling with Deluxe.”

Research shows that not only are consumers turning to their favorite comfort foods more than ever before, but as life gets ever busier, they’re increasingly leaning on frozen meals for added convenience. With Deluxe Frozen, fans get both – a delicious and ultra-comforting new frozen option that requires minimal prep, cooking time, and clean up.

With temperatures rising outside, Kraft Mac & Cheese also recognises how cold and uncomfortable it can be to visit the frozen section. To ensure purchasing new Deluxe Frozen is as comforting as enjoying a warm bowl of it, Kraft Mac & Cheese is releasing a new, limited edition Frozen (A)isle Sweater to keep you warm while you shop. Inspired by the classic Fair Isle sweater design, the Frozen (A)isle Sweater features a lush and comforting sweater base, deluxified with the iconic noodle smile. The Frozen (A)isle Sweater will be available online while supplies last at for $19.99.


Agency / Creative
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Genres: Comedy, People

Categories: Rice, Pasta and Noodles, Food

Johannes Leonardo, Tue, 23 May 2023 16:02:30 GMT